William Owen Strangward (also listed as Strangwood) Niccolls, was born in 1859 in Shropshire. He was educated at a grammar school in Essex, and finished his studies at Liverpool College. Niccolls landed in New Zealand in 1879 at the age of 19, and began farming at Matakawa, North Auckland, and Ohawai, Waikato. He spent some time in Australia before moving back to New Zealand and taking up the post of manager at the Cheltenham Dairy Company Butter Factory, which he held for 17 years. He also represented several South Island firms, but soon had to relinquish these jobs due to ill health. In 1916, Niccolls became the librarian for the public library, a position he held until he passed away in 1923.
Niccolls was survived by his wife Elizabeth, and six of his seven children. His son Owen was killed in action at Gallipoli.